Wakefield

How does recall change over time? 🔼Typically, sponsors take 4 years to reach 40% of fans. On average, each additional year adds 1.4% to sponsorship recall. 📈Average recall for first-year sponsorships is 27.6%, but it helps to know among first-year sponsorships: • 42.7% start under 20% recall. • 65.6% start under 30% recall. • 78.0% start under 40% recall. • 22.0% start above 40% recall. 🕰️Increasing sponsorship recall takes time. Big changes in investment, assets, and activation can boost or drop recall one year over the last. Expect scores to fluctuate plus or minus a few points year-over-year, while the overall trendline should look similar to the chart below.

Breaking 2000: 2019 Partnerships Measured! We standardized measurement processes in 2019 to build a partnership database to allow robust comparisons across leagues, categories, entitlements, and much more. Much of the credit goes to Ian Young for data strategy and Diana Curti Maffei for process strategy. Today the database holds over 2000 measured partnerships, ironically landing on a total of 2019, across 88 properties drawn from 2,206,516 fan observations in the past five plus years. We are grateful to Wakefield teams in the National Football League (NFL) (20), Major League Baseball (MLB) (10), National Hockey League (NHL) (8), National Basketball Association (NBA) (8), Major League Soccer (8), as well as the Ultimate Fighting Championship, Professional Bull Riders, LLC, Houston Livestock Show and Rodeo and our many brand partners.

What is a "good" sponsor recall percentage? 🏆Getting 20-50% aided recall from a scientific stratified sample means that for a fan base of 10 million, 2 million to 5 million fans are reached. In absolute terms that is amazing. The average aided recall across all Wakefield partnerships measured since 2019 is 43.8%. Achieving 50% or even 25% recall of a partnership is a breakthrough. 📈Here’s a closer look at the partnerships measured since 2019: • 36.6% have aided recall at 50% or higher • 24.0% have aided recall at 60% or higher • 13.8% have aided recall at 70% or higher • 7.1% have aided recall at 80% or higher • 2.3% have aided recall at 90% or higher 👕Partners who achieve 70% or higher aided recall often have some type of prominent title deal (gear, training center, stadium, etc.). 🏟️Partners who achieve 90% or higher aided recall are extremely rare and typically do so through long-term stadium deals.

🚀 Big News! 🚀 We are thrilled to announce our partnership with Torq to elevate our game with customer-centric data solutions for the Wakefield community.   Torq’s expertise expands the Wakefield product portfolio to offer more to the sports and entertainment industry and beyond. ⚡️📊   Together we will bring: 👉 Automated data sharing for seamless integration 👉 Real-time dashboarding and analytics 👉 Advanced AI-powered insights 👉 Performance monitoring for optimized ROI 👉 And much more!   Coupling Wakefield's expertise in fan and sponsorship research with Torq’s innovative data-driven abilities, this partnership will help members of the Wakefield community achieve team, department, and partnership objectives. 🙌   Check out more details on how we’re empowering businesses with smarter, faster decisions: https://lnkd.in/g99nyDXv

Glad to have Hayden onboard!

Travel is fun when we visit fun partners around the country. Thanks to Scott Denby, Kelsey Ruder, and Bryan Guldi for the warm welcome at Ford Motor Company. Better would have been a picture with Alex Ballew, Amanda Moss, Scott Howland, Ashton Mullinix, Jake Marples, Benjamin Braden and crew at the Detroit Lions. But that might be too much brainpower for one photo. Thanks to Brent Simmons hosting Diana Curti Maffei and me at New York City FC. Thanks also to Dunkin' and the New York Mets finding a place for us to help launch the team on its current run. Well, really, thanks to Justin Friedman, Jonathan Cokorinos and Richard Covello III and the braintrust at the Mets for a great night at the park. We are grateful for awesome partners and friends with an affinity for analytics!

A differentiating aspect of our service is a proven track record of publishing insights in premier journals, such as the Journal of Advertising Research, Journal of Advertising, Journal of Service Research, Journal of Retailing, Journal of Marketing, Journal of Consumer Research, and Journal of the Academy of Marketing Science. Free insights on sponsorship effectiveness and ROI from Lane Wakefield and academic colleagues.

Honored to win this Award! 🎉 Ranked #3 of 95 challengers in the Powerhouse division, our partnerships with the Houston Texans and University of Houston have made a tremendous impact on brand equity. This recognition reflects the strength of our partnerships and our dedication to excellence! #BrandImpact #Powerhouse #PartnershipSuccess #Teamwork

What incredible news for C4 Energy x Austin FC – Nutrabolt’s very first major league sports partnership! This outstanding achievement is a testament to the authentic connection our Partnerships team has built with Austin FC and its passionate fan base. A special shoutout goes to Emma Cohn, Katie Rekuc, and Katie Geyer (Tershel) for all their hard work that made this award possible. Congratulations, team! 🎉⚽ 

🏈Why Panel Data May Undervalue Sponsorship Brand Impact When assessing the brand impact of sports sponsorships, the choice of data sources matters. We've recently explored this by collecting over 2,000 responses from NFL fans across four teams, matching panel data to key indicators like passion and attendance. The findings were then compared to over 1 million responses from team database samples, representing 25 NFL teams. 🏈What did we find? Panel members completed the same surveys nearly 50% faster—a median time of 5.63 minutes, compared to 8.37 minutes for team database respondents. This isn't just about speed; it's about quality of insight. The attached chart illustrates how quickly different groups completed the survey across 10 deciles. The key takeaway: over 40% of panel members finish in just 3-5 minutes, whereas hardly any database fans do. The variance in response times signals a deeper issue. 🏈Why does this matter? The impact is twofold: 1. Lower brand lift: In two major NFL sponsorships, panel members reported brand lift half that of team database respondents. Faster completions may lead to less thoughtful responses. 2. Lower variance: The statistical variance is critical in understanding respondent behavior. For example, in brand equity scales (0-100) the standard deviation (SD) in responses is 26.22 for panel data, compared to 35.18 for team databases. A narrower range of responses suggests that panelists don’t deviate much in their answers, leading to less differentiation between brands. In layman's terms, less time spent on surveys equals less variance in responses, which impacts the richness of insights we can gather for sponsors. 🏈So, are panel members different? Panel members might be quicker readers—or perhaps they're just less engaged. Attention checks show that 10-20% can't accurately input their favorite team's name. While we match panelists for factors like attendance and passion, on average they differ in several key areas: -Younger (by 10 years) -Lower income (37.5% earn less than $75k vs. 23.4% of NFL fans) -More female (+12%) -More single (+11%) -More renters (+13%) -Watch less linear TV (-10%) Panel sources are well-suited for gathering nominal/categorical data to classify fans. When it comes to interval/continuous data used in evaluating the true brand lift of sponsorships, representative samples from team databases provide a deeper, more accurate view than panels. #statistics #sponsorships #research